Place marketing applied to the city of Marseille

Fulden Mustafa

Diplomová práce

Anotace:

The purpose of this master’s thesis is to examine which place marketing strategies can be applied to the city of Marseille to attract visitors and enhance its image. The city faces the challenge of a long-term image crisis due to several past events. Using a between-subject experimental approach with a sample of 327 people, we tested four conditions: two place marketing strategies from the multi-step model for altering place image developed by Avraham and Ketter, one Phoenix tourism condition, and a control condition. Our findings indicate that none of the studied strategies would be universally effective; however, the message strategy of delivering a counter-message to the stereotype is most effective for those who have already visited the city. Therefore, we recommend continuing to test additional taglines to find the most effective one to integrate into the city’s plan for 2024-2030.

Abstract:

The purpose of this master’s thesis is to examine which place marketing strategies can be applied to the city of Marseille to attract visitors and enhance its image. The city faces the challenge of a long-term image crisis due to several past events. Using a between-subject experimental approach with a sample of 327 people, we tested four conditions: two place marketing strategies from the multi-step model for altering place image developed by Avraham and Ketter, one Phoenix tourism condition, and a control condition. Our findings indicate that none of the studied strategies would be universally effective; however, the message strategy of delivering a counter-message to the stereotype is most effective for those who have already visited the city. Therefore, we recommend continuing to test additional taglines to find the most effective one to integrate into the city’s plan for 2024-2030.

Klíčová slova

Marseille, Marketing Strategies, Place image, Place marketing

Keywords

Place image, Place marketing, Marketing Strategies, Marseille

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 2. 9. 2024

Obhajoba závěrečné práce

• Obhajoba proběhla 10. 9. 2024
• Vedoucí: Marcela Zárybnická Žárová
• Oponent: Nicolas Kervyn

Vysoká škola ekonomická v Praze

Magisterský studijní program:
Finance and Accounting